Auckland’s Impact PR tapped to launch fitness program in NZ
Auckland-based PR agency Impact PR has been chosen to help launch a new fitness program in New Zealand, developed by former The Bachelor star Sam Wood.
The announcement:
A rapidly growing Australian celebrity fitness programme, 28 By Sam Wood, has appointed Auckland PR agency Impact PR to spearhead its multi-channel launch in New Zealand.
The fitness and nutrition programme has grown to be the largest of its kind – used by almost a million Australians to date and was started by Melbourne-based celebrity personal trainer Sam Wood, former star of The Bachelor Australia.
The rapid rise of the programme has seen the platform recently merged with a health technology company in a US$ 50 million deal.
The company has plans to expand into the United States, Canada and Europe however New Zealand will be the first international market for the technology.
Wood says one of New Zealand’s leading independent PR agencies, Impact PR, has been selected to design and implement its public relations and influencer engagement strategy throughout New Zealand.
“We know that public relations has been a significant driver of our success in the Australian market to date and it will form a foundation for the development of our brand during the next phase of our trans-Tasman expansion programme.
“We were looking to partner with a market specialist PR agency with an affinity for the fitness and tech sectors and that understood what we were trying to achieve as we launch in the first country outside of Australia.
“Our initial campaign results have been far beyond our expectations and suggest New Zealand consumers are rapid adopters of technology as a tool towards addressing the same growing rates of obesity that we are experiencing in our market,” he says.
Fleur Revell-Devlin, Impact PR director, says the combination of DNA profiling, artificial intelligence (AI), wearable tech and gamification offered by the app offers a new methodology to help fight the growing obesity epidemic and levels of associated co-morbidities such as diabetes and heart disease.
She says Wood, who is also a best-selling author and has over 1.1 million followers on his social platforms, has achieved international recognition for the app and his inclusive and holistic approach to health technology and fitness.
“This programme has the potential to make a tangible difference in the lives of thousands of Kiwis and there is a strong alignment with our experience in the health sector and the international growth objectives of 28 by Sam Wood.
Revell-Devlin says the nationwide campaign will utilise influencer engagement and traditional public relations to establish the brand in New Zealand.
“We are looking to generate earned media opportunities in high-reach TV, radio, print and digital platforms to rapidly build organic awareness and encourage subscriptions of the new app,” she says.
Source: Impact PR
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